Case Study: Challenges Faced by Hospitality Industry in Marketing

This case study examines the challenges faced by the hospitality industry in achieving customer satisfaction, using Hilton Hotel as a case study. The study explores various marketing techniques employed by Hilton, including traditional, digital, advertisement, and internet marketing, analyzing their effectiveness in relation to customer satisfaction. Findings reveal customer satisfaction levels with service quality, the impact of digital marketing, and the challenges Hilton faces, such as lack of technological infrastructure and reliance on traditional marketing methods. The research also investigates the use of social media marketing, staff training, and customer feedback mechanisms. The conclusion highlights the importance of marketing techniques in attracting customers, understanding their needs, and building strong customer relationships, especially within the tourism and hotel industry. The study concludes with a focus on the importance of marketing techniques to reach customers, share offers and information efficiently.

CHALLENGES FACED BY HOSPITALITY
INDUSTRY IN CONSUMER SATISFACTION IN
MARKETING: A CASE STUDY OF HILTON
HOTEL.

INTRODUCTION
Aim
 To identify challenges faced by Hospitality industry in Consumer satisfaction: A case
study of Hilton Hotel.
Objectives
Research objectives are:
 To evaluate marketing techniques used by Hospitality industry for consumer
satisfaction
 To analyse challenges faced by Hospitality industry in consumer satisfaction in
marketing
 To recommend ways to increase consumer satisfaction in hospitality industry in terms
of marketing

Theme 1: Quality of the service provided to the customers
Question 1: Are you satisfied with quality of the service which is provided to the
customers?
Options Frequency
Extremely satisfied 10
Satisfied 9
Average 6
Dissatisfied 3
Strongly dissatisfied 2
Total 30
0
2
4
6
8
10 Extremely
satisfied
Satisfied
Average
Dissatisfied
Strongly
dissatisfied
FINDINGS AND ANALYSIS
0
2
4
6
8
10 Extremely
satisfied
Satisfied
Average
Dissatisfied
Strongly
dissatisfied

Theme 2: Marketing technique is used by Hilton
Question 2: What kind of marketing technique is used by Hilton?
Options Frequency
Traditional marketing 16
Digital marketing 4
Advertisement marketing 6
Internet marketing 4
Total 30
0
2
4
6
8
10
12
14
16 Traditional
marketing
Digital
marketing
Advertisement
marketing
Internet
marketing
0
2
4
6
8
10
12
14
16 Traditional
marketing
Digital
marketing
Advertisement
marketing
Internet
marketing

Theme 3: Challenges faced by Hilton in terms of
customer satisfaction
Question 3: What are the challenges faced by Hilton in terms of customer satisfaction?
Options Frequency
Quality of service 14
Timely service 8
Cost of service 8
Total 30
0
2
4
6
8
10
12
14
Quality of
service
Timely service
Cost of service
0
2
4
6
8
10
12
14
Quality of
service
Timely service
Cost of service

Theme 4: Hospitality industry frequently moving towards
digital marketing
Question 4: Do you think that hospitality industry is frequently moving
towards digital marketing?
Options Frequency
Strongly agree 20
Agree 7
Average 2
Disagree 1
Strongly Disagree 0
Total 30
0
5
10
15
20 Strongly agree
Agree
Average
Disagree
Strongly
Disagree
0
5
10
15
20 Strongly agree
Agree
Average
Disagree
Strongly
Disagree

Theme 5: Satisfaction of digital marketing technique
used by Hilton
Question 5: Are you satisfied by the digital marketing technique used by Hilton?
Options Frequency
Extremely satisfied 12
Satisfied 6
Average 2
Dissatisfied 8
Strongly dissatisfied 2
Total 30
0
2
4
6
8
10
12 Extremely
satisfied
Satisfied
Average
Dissatisfied
Strongly
dissatisfied0
2
4
6
8
10
12 Extremely
satisfied
Satisfied
Average
Dissatisfied
Strongly
dissatisfied

Theme 6: Reasons for increasing customer
dissatisfaction
Question 6: What are the reasons for increasing customer dissatisfaction in
Hilton?
Options Frequency
Lack of technological infrastructure 10
Lack of proper online presence 7
Maximum use of traditional
marketing methods
13
Total 30
0
2
4
6
8
10
12
14
Lack of
technological
infrastructure
Lack of proper
online presence
Maximum use of
traditional
marketing
methods
0
2
4
6
8
10
12
14
Lack of
technological
infrastructure
Lack of proper
online presence
Maximum use of
traditional
marketing
methods

Theme 7: Use of social media marketing techniques
Question 7: Does Hilton uses Social media marketing method?
Options Frequency
Agree 17
Disagree 13
Total 30
0
5
10
15
20
Agree
Disagree
0
5
10
15
20
Agree
Disagree

Theme 8: Social networking sites or applications used
by Hilton for marketing
Question 8: What kind of social networking sites or applications are used by
Hilton for marketing?
Options Frequency
Facebook 18
Instagram 6
Twitter 3
Other 1
Total 30
0
5
10
15
20
Facebook
Instagram
Twitter
Other
0
5
10
15
20
Facebook
Instagram
Twitter
Other

Theme 9: Training provided to staff members
Question 9: Is required training provided to staff members?
Options Frequency
Strongly agree 13
Agree 7
Average 4
Disagree 6
Strongly Disagree 0
Total 30
0
2
4
6
8
10
12
14 Strongly agree
Agree
Average
Disagree
Strongly
Disagree
0
2
4
6
8
10
12
14 Strongly agree
Agree
Average
Disagree
Strongly
Disagree

Theme 10: Feedbacks provided by customers addressed
or not
Question 10: Is feedbacks provided by customers addressed or not?
Options Frequency
Agree 19
Disagree 11
Total 30
0
5
10
15
20
Agree
Disagree
0
5
10
15
20
Agree
Disagree